Montenegrin presidential election 2023

How do political campaigns target voters?

Methodology

In collaboration with Who Targets Me, we monitored over 80 Montenegrin political advertisers during the 2023 Presidential Election to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the election, we kept only advertisers who:

  1. Advertised in the last 7 days (Mar 23rd - Mar 29th 2023)
  2. Advertised in the last 30 days (Feb 28th - Mar 29th 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

Daily Spend

Feb 28th - Mar 29th 2023 (Last 30 days)

In total, political parties spend €44,650 and ran 850 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DCG

7


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€10,388)
2. Demokrate Danilovgrad (€100)
3. Aleksa Becic (€100)

102

€10,988

DPS

1


1. Milo Đukanović (€10,112)

394

€10,112

ES!

2


1. Jakov Milatović (€6,524)
2. Pokret Evropa sad (€1,416)

78

€7,940

DF

2


1. Андрија Мандић - Andrija Mandić (€7,302)
2. Pokret za Promjene (€100)

88

€7,402

SDP

5


1. Draginja Vuksanović (€4,590)
2. Raško Konjević (€130)
3. Nikola Đurašković (€100)

95

€5,020

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€1,641)

30

€1,641

URA

4


1. Građanski pokret URA (€682)
2. Omer Bajraktari (€100)
3. Dritan Abazović (€100)

34

€982

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€263)

10

€263

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

8

€200

Demos

1


1. DEMOS - Miodrag Lekić (€102)

11

€102

Mar 23rd - Mar 29th 2023 (Last 7 days)

In total, political parties spend €3,848 and ran 293 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

ES!

2


1. Jakov Milatović (€1,154)
2. Pokret Evropa sad (€316)

19

€1,470

DPS

1


1. Milo Đukanović (€1,014)

244

€1,014

URA

3


1. Građanski pokret URA (€264)
2. Omer Bajraktari (€100)
3. Luka Rakčević (€100)

12

€464

SDP

3


1. Nikola Đurašković (€100)
2. Raško Konjević (€100)
3. Socijaldemokratska partija Crne Gore - SDP (€100)

4

€300

DCG

2


1. Stevan Katić - Demokrate Herceg Novi (€100)
2. Vladimir Martinović (€100)

5

€200

Demos

1


1. DEMOS - Miodrag Lekić (€100)

5

€100

DF

1


1. Pokret za Promjene (€100)

1

€100

SD

1


1. Socijaldemokrate Crne Gore (€100)

2

€100

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€100)

1

€100

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

Feb 28th - Mar 29th 2023 (Last 30 days)

Overall

By Party

Mar 23rd - Mar 29th 2023 (Last 7 days)

Overall

By Party

Top Targeted Audiences

Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

Feb 28th - Mar 29th 2023 (Last 30 days)

Mar 23rd - Mar 29th 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.

Feb 28th - Mar 29th 2023 (Last 30 days)

Mar 23rd - Mar 29th 2023 (Last 7 days)

Geo Targeting

Feb 28th - Mar 29th 2023 (Last 30 days)

Regions

Cities

Age Targeting

Feb 28th - Mar 29th 2023 (Last 30 days)

Mar 23rd - Mar 29th 2023 (Last 7 days)

Gender Targeting

Feb 28th - Mar 29th 2023 (Last 30 days)

Mar 23rd - Mar 29th 2023 (Last 7 days)

Job Targeting

Feb 28th - Mar 29th 2023 (Last 30 days)